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What to Include in Your B2B Explainer Video

January 29, 2024

What to Include in Your B2B Explainer Video

It’s not often we focus on B2B clients in this blog even though we actually create a lot of B2B explainer videos. We’ve talked about building trust with your B2B clients but what about making a video? What kinds of things should you make sure to include? There’s a handful of things that you’re going to want to include to make sure you’re speaking to the right audience because the wrong type of video could actually hurt you more in the long run.

A Professional Style

The style of your video can be just as important as its messages. Because the way your video looks is its own message. Just like when you want to dress your best for a job interview, you’ll want your video to look the best it can. So even if it ends up costing you a little more money, it’s worth it for a professional video. A bad video could actually end up costing you more. If someone in your target audience is looking at your video and they see something that looks like it was made with clipart by a highschooler, chances are they’ll immediately write off your company. 

But not only do you want the animation to look good, it’s important to choose the right style and tone for your B2B explainer video. At Digital Brew, we’re able to tackle a lot of different styles. Live action? Got it! 3D? Got it! 2D? Got it! 2D with characters? Got it! A mix of styles? Well we can do that too! And depending on your target audience, you’ll want to lean toward a specific style. For B2B, you’ll most likely want something a little more straightforward and if there are characters, they probably won’t be too stylized. Here, the name of the game is Clean and Professional.

A Focused Story

There’s a lot of directions you can take an explainer video. And while a focused story for your explainer is always important to have a focused story, the question is how you want to focus it. Sometimes they tend to be a little bit more about your company, your history, and your various services. But when you’re making a B2B explainer video, a lot of that other stuff isn’t very important. We’ll talk about length in a bit, but explainer videos aren’t long, so you want to make sure you’re using your limited time wisely. So when your target audience are busy C-Suite executives, it’s best that you focus on how you’re going to help them. That’s why it’s best to quickly identify what problems they’re probably facing and then show all the ways your company can help them. 

A Bitesized Length

We’ve said it before and we’ll say it again, shorter is always better. Let’s take a C-Suite executive. Their schedule is packed and they don’t have a lot of time on their hands. But one of their subordinates has been working on finding a solution that a sector of the company has been having. And great news, they found the solution and it’s your company. So they take it to their C-Suite boss, telling them, “Here’s a video that explains how they’ll help us,” only to start it up and see that it’s six minutes long.

Immediately their boss will tell them to stop the video and ask them to boil it down. Maybe it’s explained right, maybe it isn’t. Maybe they accidentally leave out a detail or two you’d really want them to know. But if the video had been 60-90 seconds long (which is the optimal length for an explainer video), their boss would have seen the whole thing and would have been able to make a decision whether they want to get more information about your company. Remember, your B2B explainer video is meant to be a conversation starter, not replace the conversation.

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So to recap, with B2B marketing, it’s best to have a bitesized video with a professional look and clear message about how you’re going to help solve their problems. All of the research and information about your company will come later. The video is there to grab their attention and make them say, “Wow, that’s exactly what I need!” One of the great things about Digital Brew is that we specialize in videos that make customers go, “Wow!” Our goal, beyond just making cool videos, is to make videos that convert and we have plenty of experience with that. So if you’re ready to make the jump into video, or just want to get a little more information about our process, you can always reach out to us here.